At HIM we know that shoppers visit a convenience store on average nearly four times a week. However, with competition intensifying we should all be focused on understanding how we can get more shoppers to visit our stores more frequently.
As part of HIM's Driving Footfall to Convenience Stores study, we spoke to both frequent convenience store shoppers (those who visit a few times a week) and infrequent convenience store shoppers (those who visit less than once a week) to fully understand how we can get those who already visit regularly to visit even more frequently. We also wanted to find out how to get them to buy more and what to do to tempt the less frequent visitors through the doors more often.
So what would encourage already frequent shoppers to visit more often and buy more? Well, these shoppers tell us that they want stores to stock more of the brands they want. But is this a case of perception or reality? Are retailers using the core ranging advice from head office and suppliers enough? And if they are stocking the 'big brands' already, are they shouting about it loudly enough?
The second biggest mention is for stores to focus more on fresh foods. We know "top-up" is the main mission in convenience stores, and when looking to top up 36% of UK adults mentioned fresh fruit & veg third behind only milk and bread. So could the fresh fruit & veg category be driving shoppers to your competitors?
As many as 75% of consumers agree that c-stores need to improve the range of fresh fruit & veg, and about 70% say the quality of the fresh fruit & veg in c-stores could be improved further.
Among the "less frequent shoppers", a better range of services such as dry-cleaning, parcel collection and drop off, pharmacy prescription collection and cash machines would all encourage them to pop into a convenience store more often.
They also mention that the current choice of meal solutions isn't inspiring we know that generally people are eating out less, so if stores offered 'meal for tonight' that would encourage shoppers to visit more frequently.